Malph Minns

We help brands use sponsorship to create stand out, connect meaningfully to new audiences, build affinity, demonstrate product/capability (in an engaging way), differentiate from competitors, reposition in a consumer's mind, and supercharge customer acquisition. Leveraging over 20 years of experience working within global brands, building international rights holders (e.g. sports teams), and advising investors, we use an insight-led (and data-supported) approach to help brands solve their marketing challenges and rights holders achieve their commercial goals. Our teams are curated based on the specific expertise and skillsets our clients require, using discipline experts. We provide consultancy advice and deliver workshops across: 1. Sponsorship strategy 2. Partnership identification 3. Activation strategy 4. Marketing asset identification 5. Stakeholder engagement 6. Partnership structuring and negotiation 7. Marketing campaign delivery 8. Measurement and evaluation (return on investment) Clients have included Sky, BT, Specsavers, Coutts Private Bank, GAME, World Rugby, ECB, Team Sky, and The O2.

We support entry-level people (less than 4 years of experience) in getting their first jobs in the UK sports industry. We use our personal experiences of having conquered this challenge and what we have learned since to assist. We do this by sharing with our community the knowledge, expertise, network, jobs, tools, and techniques needed at the start of their careers to maximise their chances of getting a job. We have had over 1500+ applications to join the community in the first 18 months of operation and have successfully helped 60+ people get a job or internship.

We want to positively impact your people, customers and brands through effective messaging and creativity. We do this by leveraging the collective intelligence and experience of an internationally curated community of freelance associates with sector expertise in multiple industries. We work remotely using the latest tech to collaborate across disciplines, countries and timezones, as seamlessly as if we were in the same room. What we deliver are bespoke teams across professional and creative services, including; marketing, creative, and PR. Our strength lies in the diversity of our community, allowing us to be truly innovative, insightful and creative. We’ve successfully applied our approach (and I have led projects) for some of the biggest brands in the world, including AIA, Unilever, Merck, Warner Brothers, Amazon Web Services (AWS), Diageo, ITV, Deloitte, and Fevertree.

We believe in working with you, and not just advising on what to do, to deliver sustainable growth for start-ups and scale-ups. Based in London (UK) and New York City (US), we leverage decades of experience to offer: 1. Strategic advice (commercial, revenue and sales strategy) 2. Customer acquisition/sales services 3. Access to funding (via our network of venture capital companies and High Net Worth Individuals) 4. Market entry into US/UK & Europe (derisking international expansion) We also take over distressed businesses (bankrupt, or about to go bankrupt) where we believe there is great tech, but it hasn't been marketed/sold in the right way.

Our goals were to win the Tour de France with a clean British rider within 5 years, inspire 1m more regular cyclists in the UK, and be the most admired sports team in the world. We created the first team with a brand in professional cycling, built on performance, innovation, and personality. I created the partnership management function of the team (managing existing and sourcing new sponsors) to support the team financially, amplify the team's brand and key messages via our partner network, and deliver brand and commercial value back to our sponsors. Specifically, I defined the strategy to deliver outstanding ROI for our owners, partners and suppliers and input into the brand, commercial, PR/media, legal and digital teams to deliver value through integrated solutions. Key responsibilities include: - Development of the marketing rights strategy - Management and development of commercial assets/rights - Commercial strategy and partner negotiation - Identifying and developing new/additional revenue streams - Fan research and insight - Sponsorship measurement and evaluation - Return on investment (ROI) modelling for the team and sponsors - Manage sponsor relations - Hospitality and VIP management - Team management

A career break spent travelling through Latin and West Coast North America.

London's private member clubs couldn't fill their venues each night with members alone, so we provided young professionals access on a pay-as-you-go basis. We were London's second-ever guest list service and provided access to private parties as well as running a monthly event in Central London and providing a private party planning service (e.g. for wrap parties and corporate Christmas events). Sold the business to a nightlife events organisation.

Sponsorship has the power to create emotional connections between brands and fans. We consulted to brands on what and how to sponsor so that they met their marketing and commercial goals. I advised Guinness, British Airways, 888.com and Easynet in sponsorship strategy and campaign activation across events, digital, communications, branded content and employee channels. My core responsibilities included: - Sponsorship strategy consultancy - Partnership evaluation - Delivery of international experiential marketing activations - International hospitality program creation and deliver - Budget management and client fee negotiation - Client management - New business development - Digital marketing Achievements - Two world firsts that resulted in new customer acquisition figures that in one year exceeded the client's previous two years' figures combined - Created and delivered an international hospitality program that exceeded client KPIs and was regarded as ‘excellent’ by 95% of guests - Successfully grew client account revenue by over 20% and won new business for our sister agency - Won Sports Agency of the Year at the Sport Industry Awards

The bank sponsored The Premier League, Spaces for Sports (a CSR initiative linked to the Premier League partnership), and the Global Challenge Round the World Yacht Race. I was responsible for engaging the bank's staff in the sponsorships. My responsibilities included: - Communication strategy and planning - Campaign implementation - Stakeholder and client management - Agency management - Budget management

The School of Business and Economics is a leading international player in research and teaching across business, management, finance, information management and economics, and is consistently rated as a Top-10 UK business school. 75% of research output is considered ‘world-leading’ or 'internationally relevant', according to the most recent Research Excellence Framework.